Chapter 1: The Challenge of Traditional Mindsets

When was the last time you picked up a newspaper or sat through an entire TV program without flipping away during the ads?

Recently, during a coffee meeting with a prospective client about enhancing his personal training business, I encountered a statement that truly tested my patience. This individual reminded me of that obstinate relative we all know—certain that his way of doing things is the only viable approach.

A mere five minutes into our discussion, as he laid out the successes and shortcomings of his business, I began to explain the contrast between effective and ineffective advertising strategies. Suddenly, he cut me off with a dismissive remark:

"You know, I can't stand salespeople. You all have your stories, throw around numbers, and toss in complicated jargon, but ultimately, you're just trying to squeeze more money out of me."

I took a moment to gather my thoughts, staring him down in disbelief, thinking, "Are you really that oblivious?" After a deep breath, I managed to respond, "Excuse me, did I say something unclear?"

"Nah, it’s just that I don’t like salespeople," he clarified.

Despite my best efforts to continue the presentation, my mind was consumed with the thought, "This guy is completely unreasonable; don't even waste your energy." I realized that even if I secured the deal, he would likely bring more complications than his investment would warrant. My peace of mind, after all, is priceless.

For the record, the budget he proposed was laughably insufficient for the returns he expected. But hey, that’s the life of a salesperson. If clients want more than what’s initially proposed, why shouldn’t I charge them accordingly? Just like at a restaurant, if they offer a complimentary appetizer, expecting the entire meal to be free is unrealistic.

As I delved deeper into this field, I noticed that many local businesses face similar challenges. Most are run by older individuals who aren't particularly tech-savvy. They cling to outdated methods that they've relied on for years, making it difficult to persuade them to adopt new strategies.

Their approach to online marketing often boils down to, "My nephew manages that," which usually means he set up a Facebook page, posted a few times, and then abandoned it. A quick glance at their social media reveals nothing but silence—tumbleweeds rolling across the screen.

Regardless of the situation, the underlying issue is that they aren't marketing online, nor are they marketing at all. Their businesses have been functioning adequately for decades—sometimes generating more clients and revenue, other times less—but it’s a rollercoaster ride with no strategic plan.

They rely on handing out business cards when asked or getting recommendations from satisfied customers. While I acknowledge that referrals can be powerful, relying solely on word-of-mouth limits growth.

If you’re not actively seeking new clients, how can you expect to grow? The reality is, without effort, your existing clients will either dwindle or your expansion will stall.

For some, the idea of "online advertising" might seem daunting or even akin to a scam, but we are living in 2024—the age of artificial intelligence. If you're not leveraging AI tools regularly to enhance your productivity, you're falling behind the competition.

Visibility is critical; if you're not appearing on your potential customers' feeds, someone else will take your place. Strategies from the 1960s simply won’t cut it anymore.

For those aiming for growth, relying on outdated methods like television ads or handing out flyers won’t suffice. The landscape has shifted dramatically. Traditional outdoor advertising has transformed into social media platforms, where your potential customers spend nearly all their time.

If you’re not active online, you risk being invisible. There’s no escape from this truth: to grow and reach a broader audience, every business must establish an online presence. If you don’t, your competitors likely already are.

Don't be like that obstinate individual I encountered.

Chapter 2: Embracing Change and Innovation

In the video titled "Watch these 25 minutes if you want to grow your business in 2024," you’ll find insights on adapting your strategies to thrive in the current market landscape.

The second video, "Avoid These 8 Deadly Business Mistakes in 2024," outlines common pitfalls and how to steer clear of them to ensure your business’s success.

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-DGaspar

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